Client: National Arts Council, 2023
The Problem
Most Singaporeans don't have a strong connection to the local arts scene. It's seen as niche, inaccessible, or simply not for them. The National Arts Council needed to shift that perception—not by promoting the arts from a distance, but by showing what the arts could actually do for real people in their everyday lives.
The Idea
If Singaporeans won't come to the arts, we bring the arts to them.
Three groups of everyday Singaporeans—white-collar workers rushing through the CBD, vulnerable youths battling damaged self-esteem, and people living with dementia—were paired with local artists. Not for a campaign, but a genuine human experience. The films captured what happened when art met real life—unscripted.
My Role
Joined the project in pre-production as lead copywriter. Shaped the narrative across all three documentary-style films in post-production, developing the copy, framing, and voice that turned raw footage into a cohesive campaign.
The Results
The campaign brought the National Arts Council's brand platform to life through three authentic human stories, successfully reframing the arts as something that belongs in everyday Singaporean life—not just on a stage.